Myntra goes sporty in its latest ad campaign

The Myntra Sport campaign, conceptualised and produced by Taproot Dentsu, encourages customers to get on their feet and pick a sport of their choiceETBrandEquity | Updated: December 09, 2016, 15:00 IST

Myntra, fashion and lifestyle portal has kicked off a category focused campaign showcasing its range of sports apparel and footwear. The fashion house has created a destination for sports attire – a curated selection of apparel, footwear, and accessories for sports enthusiasts.

Myntra has introduced features like Shop by Sport and Shoe Finder technology. The platform has also added a feature called ‘assisted shopping’ where customers can dial in and speak to a support expert who will guide and navigate the customer through the sports shopping experience.

The campaign also seeks to leverage and showcase the platform’s expansive sports brand portfolio to reach out to one of the fastest growing fashion segments in India. With over 100 sports brands including some of the iconic names in the category, Myntra offers a range of sportswear for people looking to engage in a wide variety of sporting activities.

The TVC features a newbie sports enthusiast trying his hand at different sports to see which suits him best, while Myntra provides him with one-stop access to all the sportswear he needs for each sport. Narrated in a humorous and engaging tone the TVC, with 30 and 60-second edits, establishes Myntra as the de facto destination for sportswear. In an era where fitness and health are starting to gain prominence, the Myntra Sport campaign encourages customers to get on their feet and pick a sport of their choice.

Watch the ads here:

Commenting on the campaign, Gunjan Soni, CMO, and head - International Brands Business, Myntra said, “Sportswear has been growing at 45% YoY and is one of the largest categories on Myntra. The Sports Campaign aims to unequivocally establish Myntra as the foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind we have added some features to assist customers while shopping. We have also created a specialized sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign”

Speaking on the occasion, Ayesha Ghosh, general manager, Taproot Dentsu, said “As an e-commerce platform, Myntra’s edge lies in the width and depth of offerings, as well as the ease with which to access them. To launch their sport offering, we felt this route works best, as it covers the A-Z of sport and makes for an interesting way to display the sheer number of sporting brands that are available on Myntra. It speaks to anyone, whether serious about sport or not. While not the focus of the story, the service aspects of assisted shopping and shoe finder technology convey the required expertise for Myntra to take the high ground on sport.”

Speaking about the campaign, Pallavi Chakravarti, executive creative director, Taproot Dentsu said “We live in a world where more and more people are exploring and enjoying sports and fitness-related activities. Our campaign has a simple message, delivered in a light-hearted way, to encourage this growing trend. You needn’t be a pro to be into sports, you just need a nudge to set the ball rolling. And Myntra Sport has everything anyone needs to keep going, once they decide to get going.”